Here's something that shocked me: delivery specials can cut your margins by 40% even when they seem profitable. Platform fees, packaging costs and reduced prices create a completely different cost structure than your regular dishes. You need to calculate exactly what happens to your profit if you sell specials exclusively through delivery.
Why delivery specials work out differently
Delivery creates costs you don't have in your restaurant. But other costs vanish too. The net result? Often surprising.
💡 Delivery special example:
Pasta special normally €18.50 in restaurant, €16.50 via delivery
- Ingredients: €5.10
- Packaging: €0.85
- Platform fee (25%): €4.13
- Delivery costs: €0
Total costs: €10.08
New cost items with delivery
These costs you DO have with delivery, but not in your restaurant:
- Platform fees: 15-30% of your order value (Deliveroo, Uber Eats)
- Packaging costs: containers, bags, cutlery, napkins
- Extra stickers/labels: for allergens and identification
- Possibly lower prices: to stay competitive on platform
Costs that disappear
These costs you actually DON'T have with delivery:
- Service: no waiter taking orders and serving
- Washing plates/cutlery: everything is disposable
- Table decoration: no candles, flowers, napkins
- Cleaning tables: guests aren't sitting with you
⚠️ Note:
Platform fees are calculated on your selling price INCLUDING VAT. That makes them more expensive than they appear.
Calculation step by step
Here's how you calculate the actual margin of your delivery special:
💡 Calculation example:
Pasta carbonara special: €16.50 via Deliveroo
- Selling price excl. VAT: €16.50 / 1.09 = €15.14
- Platform fee: €16.50 × 0.25 = €4.13
- Ingredients: €5.10
- Packaging: €0.85
Net revenue: €15.14 - €4.13 = €11.01
Total costs: €5.10 + €0.85 = €5.95
Margin: €11.01 - €5.95 = €5.06 (46% of net revenue)
Comparison with restaurant version
Same pasta in your restaurant for €18.50:
- Selling price excl. VAT: €16.97
- Ingredients: €5.10
- Service (estimated): €2.50
- Other costs: €1.00
Restaurant margin: €16.97 - €8.60 = €8.37 (49% of revenue excl. VAT)
💡 Result:
Restaurant: €8.37 margin at €18.50 selling price
Delivery: €5.06 margin at €16.50 selling price
Difference: €3.31 less margin per portion via delivery
When delivery specials are worth it
Despite lower margins, delivery specials can make sense:
- Volume effect: more sales due to lower price
- Quiet moments: extra revenue when restaurant is empty
- New customers: people discover your restaurant
- Spreading fixed costs: rent, gas, water keep running
Break-even calculation
To earn the same as 1 restaurant portion (€8.37), you need to sell via delivery:
€8.37 / €5.06 = 1.65 portions
For every restaurant guest you lose, you need at least 2 delivery customers to earn the same. From tracking this across dozens of restaurants, that ratio holds true regardless of cuisine type.
⚠️ Note:
This only applies to direct margin per dish. Fixed costs like rent, staff and utilities keep running regardless of delivery orders.
Optimization tips
Here's how to improve margin on delivery specials:
- Cheaper packaging: find alternatives without quality loss
- Higher minimum order: spread platform fees across more dishes
- More efficient recipes: dishes that are easy to package
- Bundle deals: starter + main course increases order value
How do you calculate the impact on your margin? (step by step)
Calculate your platform costs
Multiply your selling price (incl. VAT) by the platform percentage. This is usually 15-30% depending on the platform and your agreements.
Add up all delivery costs
Besides platform fees you have packaging costs (containers, bags, cutlery), labels and possibly extra ingredients for transport-resistant preparation.
Deduct from net revenue
Your net revenue is your selling price excl. VAT minus platform fee. Subtract all costs (ingredients + packaging) from that for your actual margin.
✨ Pro tip
Track your delivery margin weekly for 4 weeks before making any specials permanent. One high-volume special with negative margins can destroy your entire delivery profitability.
Calculate this yourself?
In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.
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Frequently asked questions
Do I need to include VAT in the platform fee calculation?
Yes, platform fees are calculated on your selling price including VAT. A fee of 25% on €16.50 is €4.13, not on the amount excl. VAT.
Are packaging costs really that important?
Absolutely. Packaging costs can be €0.50 to €1.50 per order. With low margins that's a significant part of your profit.
Can I pass on platform fees in my price?
You can, but then you'll be more expensive than competitors. Many restaurants choose lower prices to drive volume, at the expense of margin per dish.
When is delivery still profitable?
When your fixed costs (rent, staff) keep running anyway and you make extra volume without extra staff costs. Also when your restaurant would otherwise be empty.
How often should I update this calculation?
Check this monthly. Platform fees can change, packaging costs rise and your menu price may need adjusting to stay profitable.
Should I factor in customer acquisition costs from platform marketing?
Yes, if you're paying for promoted listings or ads on delivery platforms. Add these costs to your platform fees for a true margin calculation. Most restaurants overlook this hidden expense.
📚 Sources consulted
- EU Verordening 852/2004 — Levensmiddelenhygiëne (2004) — Official source
- EU Verordening 853/2004 — Hygiënevoorschriften voor levensmiddelen van dierlijke oorsprong (2004) — Official source
- EU Verordening 1169/2011 — Voedselinformatie aan consumenten (2011) — Official source
- NVWA — Hygiënecode voor de horeca (2024) — Official source
- NVWA — Allergenen in voedsel (2024) — Official source
- Codex Alimentarius — International Food Standards (2024) — Official source
- FSA — Safer food, better business (HACCP) (2024) — Official source
- BVL — Lebensmittelhygiene (HACCP) (2024) — Official source
- Warenwetbesluit Bereiding en behandeling van levensmiddelen (2024) — Official source
- WHO — Foodborne diseases estimates (2024) — Official source
Food Standards Agency (FSA) — https://www.food.gov.uk
The HACCP standards shown in this application are for informational purposes only. KitchenNmbrs does not guarantee that displayed values are current or complete. Always consult the FSA or your local authority for the latest regulations.
Written by
Jeffrey Smit
Founder & CEO of KitchenNmbrs
Jeffrey Smit built KitchenNmbrs from 8 years of hands-on experience as kitchen manager at 1NUL8 Group in Rotterdam. His mission: give every restaurant owner control over food cost.
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